A messaging platform is the foundation on which all marketing writing is based. It is the mapping of all messages, audiences and marketing platforms - that is: what to say, to whom, and where.
In this unique course, we will go over the evolution of content, understand the essence of content marketing and content strategy, why content is not an abstract painting – but needs to be thought out and planned. You will also learn what a messaging platform is, why you need it and how to create this fantastic tool that will help you produce the very best and most precise content for your audiences.
Introduction – Fascinating how far content writing has come over my last decade in business. From being the last item on anyone's priority list to coming into itself and proving that what Bill Gates said back in 1996 was absolutely right – "Content is King".
With a focus on the evolution of content on the internet we run through a decade of content styles, from functional content to SEO content and more. Each phase is accompanied by an example based on the content marketing of a fictitious dog food company.
A brief overview of content marketing and content strategy – two words that, of late, have become very popular, but on occasion get mixed up and used incorrectly. This also explains why 'content is not an abstract painting'.
A messaging platform is the foundation on which all marketing writing is based. It is the mapping of all messages, audiences and marketing platforms - that is: what to say, to whom, and where. Learn how to create this fantastic tool that will help you produce the very best and most precise content for your audiences.
Now that we have learnt the theory we see how it all comes together. How we can create content that is original, speaks to a specific audience, and can be ranked high on Google as it provides plenty of true value to your readership.
Michelle is a self-confessed lover of words - single and in sentences, as long as they are interesting and easy to read and understand.
Michelle established Write it Right in 2006, today, a leader in the field of creative, marketing and business content. Working with some of the largest organizations, as well as Startups at various stages, and from almost every field and industry, Michelle has vast experience working with individuals and organizations to decipher and get across their business and marketing messages.
Over the past several years Michelle has taught, lectured and trained groups in marketing writing on topics related to content marketing, and getting your message across.
Michelle holds a BA in Politics and International relations from the University of NSW, Sydney, Australia.